How ERP Helps Businesses Become More Customer Centric

Customer service shouldn’t just be a department, it should be the entire company.
– Tony Hsieh, CEO of Zappos.com

Keeping customers happy all of the time is a tough job which anyone with a customer facing role can attest to. However, today with the IoT, companies must make their customers and the customer experience an even bigger priority. Not only must quality products and services be delivered, but the overall company culture needs to consistently be focused on customer experiences. Doug Warner, VP of Innovation at HP says it well: “In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.”

In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.
– Doug Warner, VP of Innovation at HP

It’s Simple. Customer Centric Companies Come Out on Top

Have you ever heard of an unhappy Amazon, Apple, or Salesforce customer? If so, that would be more of a rarity than commonplace. Amazon for instance, is so customer centric that if your Amazon package does not arrive at your doorstep they will send you a replacement without question. Nordstrom is another great example; a retailer whose mission was to offer the best customer experience before most retailers even thought about it. Each of these companies strives for super service and if something is lacking, we can count on them to make it right.

Customer Focus Leads to a Competitive Advantage

Companies that excel at the customer experience gain a competitive advantage, especially against those that are challenging to do business with. If that’s not enough, think about how much harder it is to gain a new customer than to keep an existing customer, especially with the IoT.

The IoT added a new dynamic to the purchasing process. The IoT enables Business-to-Business (B2B) decision makers and buyers to research products before their first interaction with a business, typically eliminating options before connecting with a company.

Business-to-Consumer transactions can be more difficult to capture as today’s consumers have virtually unlimited purchasing choices. The transaction must be easy, pricing must be competitive, shipping must be fast and a less than stellar customer experience risks that the customer will not be a repeat customer.

Not only is customer loyalty at risk, but so is a company’s reputation and the acquisition of future customers. Online social forums, such as Twitter, Facebook and others allow consumers to voice their opinions to many, and quickly; the wrong message can have a bottom line impact.

Most of us recall the negative PR that plagued United Airlines for a period of time after a passenger was forcefully removed from an overbooked flight in 2017. People were angered by the handling of the situation and posts, including videos went global. It didn’t help that social media posts voiced opinions that United Airlines’ CEO seemed insensitive with his apology. Surprise to United Airlines, the news impacted their stock which dropped $1.4 billion within a day. A very expensive PR mistake that the airline has probably not recovered fully from. Business’ must work hard to maintain their reputation.

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
– Jeff Bezos, CEO of Amazon

Conquer Customer Expectations and the Competition with the Right Technology

The capabilities of today’s business technologies are amazing compared to those of just a few years ago and you will realize your Return on Investment (ROI) faster today than in the past. An investment in technology will help your business:

Reduce costs

Improve efficiencies

Provide better customer service

Gain insights from Business Intelligence and Analytics

Identify new products and services

Analyze new business opportunities

Be proactive instead of reactive

For some, excelling at customer satisfaction will lead to goals being met, for others it’s a matter of remaining competitive, and for many smaller businesses it can be about survival.

ERP for Every Budget

Improving customer satisfaction ratings and brand loyalty does not have to be such a daunting task or huge expense. With the introduction of cloud and hybrid ERP deployment options this past decade, you are sure to find an ERP solution to fit your budget as today there are ERP software solutions to fit every budget.

Karen Beaulieu

Karen Beaulieu has worked in the ERP software industry for over 15 years. Having worked in a variety of roles from product development, channel and direct sales to marketing, Karen has a unique understanding and perspective of the ERP software industry. Currently Karen works in a marketing capacity for MIS Consulting & Sales and MIS Solutions Canada, ULC.